The demand for quality packing materials and machinery from manufacturers and suppliers of beauty and personals care products in the region is growing, as the Middle East market for beauty products continues to grow at an appreciable rate, according to a top event organiser.

Machinery, packaging and raw materials are among the fastest growing categories at Beautyworld Middle East 2015, which will run from May 26 to 28 at the Dubai International Convention and Exhibition Centre.

The segment grew 57 per cent over the past four year, and continues to grow at a rapid pace, according to organiser Messe Frankfurt MiddlE East, with more than 200 exhibitors to showcase their latest range of products at the 20th edition of the upcoming event.

The consumption of packaging material by the beauty and personal care industry in the Middle East and Africa is set to reach 5.7 billion unit in 2019, up from 4.6 billion last year, according to market research by Euromonitor International.

Saudi Arabia, Egypt and the United Arab Emirates are the leading markets in the region.

Leading trends indicated by Euromonitor included increasing premiumisation, including the use of secondary packaging in order to increase product attractiveness and increase shelf life.

Beauty and personal care products manufacturers are also paying increasing attention to the convenience of the customer, with novel packaging and dispensing ideas that allow for more flexible means of use.

In hot countries such as the UAE, there has been increasing use of metal aerosol cans as packaging for sun control products which has proved quite popular in the country.

Another growth category has been hard plastic containers for men's deodorant products, driven by the growing attention being paid to male grooming globally.

Ahmed Pauwels, chief executive officer of Messe Frankfurt Middle East, said: ”The growth of the projected segment at Beautyworld Middle East reflects the worldwide trend in the industry which prioritises charm and convenient packaging to increase a product's attractiveness.

"Being the most effective and influential business networking platform serving the region, Beautyworld Middle East presents international exhibitors with unmatched access to most of the key trade buyers and decision makers from over 100 countries "

Among the leading international producers of packaging materials and machinery present at the Beautyworld Middle East, Eurocap will launch new types of caps as well as total packaging solutions for customers.

Also introducing a new range of package overwrapping to the region will be Sollas Holland, leading manufacturers of wrapping material for perfumes and cosmetics.

Other big names in packaging and materials that will make their presence felt at Beautyworld Middle East 2015 are HCT, Ethimex, Piramal and La Factory.

The event will also be featuring a wide range of special events centred around the show, including Beautyworld Middle East Boutique, Hair Education by ghd, Nail It! By OPI and Nazih Group, Fragrance Station and the Spa and Salon Management Summit. - TradeArabia News Service